The launch of BMW’s Mini grabbed the most attention from print media at the Auto Expo 2012, while Maruti led the social media exposure and received the highest number of posts on Facebook and videos on YouTube, says a study by Impact Research & Measurement Ltd. The measurement company has done a print and social media coverage analysis of the Auto Expo 2012, held in New Delhi on January 5-6 for the media and special invitees, and from January 7-11 for the general public. Duration for coverage analysis was January 1-10.
For the print study, a total 66 key publications were tracked from six cities (Delhi, Mumbai, Bangalore, Hyderabad, Chennai and Kolkata), according to which BMW’s Mini got 177 mentions with 63 per cent of it being prominent coverage (stories where Mini was the focus of the story). However, Bajaj’s RE60 managed to receive maximum front page and headline coverage. With the launch of RE60, Bajaj ventured into the four-wheeler segment for the first time.
“What was interesting to note from the study was that the top 10 vehicles that created the maximum noise in the media were all new car launches,” noted Aseem Sood, CEO, Impact Research and Measurement Pvt Ltd. The research also tracks the leader brand in each car segment. For example, in the small car segment, Bajaj’s RE60 was on top with 171 mentions, while in premium hatchbacks it was Renault Pulse.
The coverage trend on social media was drastically different than that seen in print media. According to social media coverage analysis, Maruti led with 443 mentions on social media. While it had maximum mentions on Facebook (120) and YouTube (56), Mahindra led Twitter with 347 mentions. What is interesting to note is that BMW, which led the print coverage with the Mini launch, figures at No. 8 on the social media coverage list, while Bajaj’s RE60 is not present in the top 34.
The most popular video on YouTube with 74,165 views (as on January 12) was the one with Anand Mahindra interacting with the cheetah at the Auto Expo, followed by Maruti Suzuki’s XA Alpha SUV video review from CarToq with 18,027 views (as on January 12).
Most of the brands that appear on the top of the list had initiated innovative social media campaigns around the Expo in order to engage with visitors and leverage social media. For example, Ford came up with RFID wrist bands with which a user could get information on Ford vehicles and technologies and it would get published on the user’s Facebook account as well.
“We basically captured mentions for the word Autoexpo (Auto Expo) mainly on Twitter, Facebook and YouTube from the period January 1-10. The data has been picked up from all publicly available posts,” said Sharat Jain, Chief Technology Officer, Impact Research & Measurement.
According to social media coverage trends, maximum tweets took place on January 5, maximum Facebook mentions were noted on January 6, and maximum YouTube videos were posted on January 7, once the Expo was open to the general public. The research also tracks the top 10 handles from which maximum tweets were registered and the top 10 by influence.